HOLLY Willoughby surprised her fans today as she made a big change to her appearance.
The 40-year-old ditched her usual bright colours and opted to wear a black dress instead.
She teamed the long frock, which featured a high neckline and puffball sleeves, with a pair of black heels and black bag.
The dress, which is designed by Susie Cave for her brand The Vampire’s Wife, costs around £1,300.
She captioned her upload with a simple black heart emoji and her fans rushed to tell her how much they liked her new gothic look.
One person wrote: “Oh! Hello, dark princess.”
A second added: “So magnificent and stunning @hollywilloughby 🖤🖤🖤🖤.”
While a third wrote: “I love this whole look 😍 blonde & black is so Halloween esque”
Holly is usually seen wearing a wide variety of colours and prints when she appears on This Morning.
Her new look comes after she launched Wylde Moon this month, an online space that champions women, nourishes the soul, explores crystal energies and gives style tips.
On her new site she explains how she rediscovered herself while filming I'm A Celebrity in Australia without her family.
She said: "Australia is the land of alternative therapies, and the town that I was in truly had all kinds of things for all kinds of people.
"Through this wonderful kinesiologist called Josie, I really started to unlock pieces of myself and when I came back to England, I knew that I didn’t want to stop everything I’d learnt.
"Now I have things in my own hypothetical toolkit, like meditation and sound baths, that really work for me."
Holly wants Wylde Moon to help women discover their sense of self, similar to her experience Down Under.
She said: “The most important pillars of Wylde Moon are about having a true sense of self, igniting your intuition, knowing your self worth, nourishing your body and soul through music, food, laughter, sex, passion, beautiful things or all of the above.
"I think it’s important that we pick those beautiful things carefully, whether they’re for your home or your body. And that’s not something we should feel guilty about either, because we all love different things. Some of them are meaningful and some of them are utterly frivolous, but they all have their place.”